CrossFit’s emphasis on functional movements allows individuals to become better adapted at daily activities. As they find it easier to do things that used to be difficult, such as carrying really heavy bags of groceries, it makes them more excited to go back and keep getting better.

2. The annual CrossFit Games give athletes a chance to become the “fittest person in the world”, and motivates the rest of us to keep on improving.

Image: Sevan Matossian

The CrossFit Games is the Olympic games of CrossFit, where CrossFitters from all over the world compete for the prestigious title of the “first man or woman in the world”.

Debuting in 2007, the CrossFit games are interesting to watch, as the competition details are kept secret until the actual day. The secrecy prevents participants from training for specific events, so their overall fitness is put to the ultimate test.

This goes in line with CrossFit’s goal of achieving elite fitness and being able to handle whatever the world throws at you.

Elite CrossFitters participate for a shot at glory, while viewers watch to see what challenges are presented and participants overcome them. The games are also a great way for CrossFit to celebrate their most hardcore supporters.

“Did you catch the CrossFit Games last week? Those guys are insane! Makes me want to work out right now.”

Word-of-mouth pro tip: The CrossFit Games were only possible after CrossFit had gained substantial popularity and recognition, so don’t fret about not having the means to do something of that scale.

Organizing contests on social media is a great way to get customer engagement, thank your loyal fans, and generate buzz for your brand.

Threadless is one such example of how contests can help spread word about your brand.

3. CrossFit’s decentralized concept is easy to replicate, allowing gyms anywhere to get a license and teach CrossFit.

Image: CrossFit Pesaro

CrossFit’s affiliate system allows them to spread their name rapidly throughout the world, at relatively low cost too.

Once certified, trainers are allowed to teach CrossFit without the need for franchising fees.

Moreover, trainers are given the freedom to express themselves by creating their own WODs.

“Yo, did you see what happened to that gym across the street? It’s now filled with gymnastic rings and pull up bars. You wanna go check it out?”

Word-of-mouth pro tip: Many customers would love to be a part of a company that they like, so giving them that ability is sure to attract them.

Black Milk clothing is one such brand that empowers their fans by allowing them to create and manage their own fan clubs.

4. Crossfit allows individuals to bond through suffering and celebrating their achievements together.

“Come on, one last rep! You can do it!” | Image: Divine CrossFit

CrossFit boxes only organize group classes, so no one gets to work out on their own with their headphones on. This forces people to be a part of a community, where everyone suffers together.

People who work out together are motivated by each other to do better, and makes the workout much more enjoyable.

As they make friends and have fun, people feel more motivated to go back each time for more.

“Hey, I made a group of friends at the box, and they’re super-encouraging! Do you want to join me for my next WOD?”

Word-of-mouth pro tip: Social media platforms are a good way to engage your community. Utilize Pages, hashtags and forums when building up your community.

5. The CrossFit story represents an underdog rebellion against the traditional mainstream fitness culture, which makes it worth rooting for.

Greg Glassman founded CrossFit because he was unsatisfied with traditional fitness methods. His advocacy of constantly-changing workouts was in opposition of traditional systematic routines.

So was his emphasis on functional strength and his incorporation of bodyweight and olympic exercises.

As a result of its freshness and effectiveness, CrossFit enjoyed the rapid expansion and popularity of the fitness movement. It was slowly becoming a challenge for traditional gyms worldwide; not to mention that some of those who became affiliate CrossFit trainers were gym owners.

Everyone loves and roots for a good underdog story, which they will tell their friends about.

“Hey, did you hear about this cool new fitness movement called CrossFit? It’s totally different from a normal gym, but I heard it’s real effective!”

Word-of-mouth pro tip:Stories elicit powerful emotions, which is a powerful driver for word-of-mouth. Communicating a strong brand story not only serves to tell your customers what your company is about, it also attracts those who support your values.

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